THE IMPACT OF MEMORABLE TRAVEL EXPERIENCE ON POSITIVE WORD OF MOUTH IN SOCIAL NETWORK ABOUT DA NANG

Abstract

The study aimed to determine the components of memorable travel experiences that affect visitors' positive word of mouth on social networks about Da Nang. Inheriting previous studies, memorable travel experience was considered through 7 components and measured by 24 observed variables; Positive word of mouth on social networks was measured by 5 observed variables. The survey was supported by tour guides and collected 197 samples that met the analysis criteria. The results of Cronbach's Alpha Reliability Test and Exploratory Factor Analysis show that the scales are reliability, discriminant and convergence. The results of the linear regression analysis have shown the impact of 7 memorable tourist experience components on the positive word of mouth of tourists on social networks about Da Nang, including: (1) hedonism, (2) novelty, (3) local culture, (4) refreshment, (5) meaningfulness; (6) involvement, (7) knowledge. In which, the level of involvement of tourists in tourism activities in Da Nang has the greatest impact on positive word of mouth on social networks.